What is your employer brand campaign trying to achieve?

Every employer brand campaign needs one question answered first: 

What are we really trying to achieve?

Photo by Yosef Futsum on Unsplash

We often rush into what to post, where to post it, and what to measure.

None of that matters until we are clear on why we’re doing it in the first place. 

Because the reality is that not every organisation is at the same stage of its brand journey.

🔺If your brand awareness is low, the goal might simply be to show up more often and more meaningfully in front of the right talent.

🔺If awareness is already high, but there are specific talent segments where you struggle (say, cybersecurity or product roles), your focus might shift to building preference and consideration within those niches.

And once both are strong, you can look at deeper outcomes like building talent pipelines.

In marketing, there’s a line I like:

❗ “You can’t manage what you don’t measure, and you can’t measure what you haven’t defined.”

If the goal isn’t clear, we risk tracking vanity metrics (likes, impressions, views, or clicks) instead of what truly matters, that is, the shift in how people see, feel, and choose your brand as an employer.

Start with the “why”.

The “what”, “where”, and “how much” will follow naturally.